VW Beetle is scheduled for a launch in the Indian auto market on December 04 in Mumbai. The company has planned a complete advertising campaign including internet, print, electronic and digital media to generate a furor about its upcoming high cost model. Volkswagen AG has embarked on Rs 40 crore ad campaign to build its brand in the run-up to its December launch of small car Beetle and sports utility vehicle Touareg and the January launch of another small car, the Polo. The main aim of launching Beetle in India is to build a brand image in the country.
The car will be imported as a completely built unit in India which will make it pricier due to high import duty. It is expect to be priced around Rs. 20 lakh and above. The company will launch another premium car, Polo, at Rs 4.5 lakh in January. Polo will be the cheapest form the Volkswagen stable in India. The vehicle will compete with Maruti Swift and Ritz, Skoda Fabia, Hyundai i10 and Aveo U-VA.
“We will soon be introducing new car models like Beetle or Polo in India to enhance our presence in the market, besides providing technologically advanced cars for Indian customers. Our factory in Pune is ready for the start of production of Polo, which will be launched during the upcoming Auto Expo 2010,” Joerg Mueller, president and managing director, Volkswagen India, said.
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